Procter & Gamble is partnering with US singer Demi Lovato to promote its feminine care product line, The Radiant Collection.

The new campaign coincides with a rebrand of The Radiant Collection packaging, covering products from P&G’s Tampax and Always ranges.

As brand spokesperson, Demi Lovato will appear in print advertising, public relations campaigns and social media promotion and will also feature on the brand’s website, Tampax.com.

The national campaign is an extension of The Radiant Collection’s sponsorship of the singer’s Neon Lights Tour and World Tour, which included more than 50 shows in North America.

Demi Lovato commented, “I want to encourage young women to feel confident and love what they see when they look in the mirror, no matter what. That is why I’m so excited to continue my partnership with The Radiant Collection from Tampax & Always, empowering females of all ages to stay fearless and wear what they want anytime of the month.”

Amanda Hill, P&G North America Fem Care Brand Director, added, “Always and Tampax have been providing protection to young women for more than 30 years. The Radiant Collection gives them power over their periods so that they never have to miss out on amazing experiences or outfits. Just as Demi Lovato has transformed her individual style, we are thrilled to unveil our newest packaging in March 2015 that features the same great protection young women expect from The Radiant Collection.”